Wibra launches private-label laundry detergents

Wibra is introducing a line of laundry detergents under its new private label, W-care. This is a notable first for the Dutch discount retailer, which may be aiming to reduce its dependence on its exclusive “star brand,” Dasty, with this move.

Value for money

Under the name W-care, Wibra is launching a new line of its own laundry detergents for whites, colors, and darks. A 1.5-liter bottle costs 2.99 euros and is good for 42 wash cycles. That works out to about 7 cents per wash cycle, whereas, according to the discount retailer, various premium-brand detergents can easily cost more than 60 cents per wash cycle.

“Laundry detergent is a product everyone needs, and doing laundry is something every household has to deal with. That’s why we wanted to offer good quality here at a competitive Wibra price,” says Amela Hodzic Meric, team leader for consumer goods and buyer at Wibra. When developing W-care, the focus was not only on price but also on the formula, scent, packaging, and ease of use. “Ultimately, the product just has to be good and do what it’s supposed to do. And scent remains an important aspect.”

Until now, Wibra did not have a true private label: in addition to many national brands, the discounter also sells a great many unbranded products and lesser-known brands. One possible reason for developing its own private label may lie in the fact that the retailer wants to become less dependent on its iconic Dasty brand, which offers a wide range of cleaning and laundry products: contrary to what many people think, that brand is not owned by the chain, which does, however, sell it exclusively.